Impact of Digital Technologies on Organisational Development: A Case Study of Morrison

Digital Portfolio

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Organisational overview..............................................................................................................3
Innovation and digital technology of the client organisation......................................................4
Impact of innovation and technology on organisational development........................................5
Pros and cons of chosen organisational technologies..................................................................6
Impact of innovations and digital technologies on data and knowledge management in
decision making...........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:...................................................................................................................10
Online-...........................................................................................................................................10

INTRODUCTION
Today of the business are operating with the help of advance and modern technology.
Using digital technology will help organisation in many ways like it help to communicate the
customer's faster, enhanced data collection, increased productivity and profitability of business
and many others (Barysevich and Viartseika, 2021). Using advance tools and machines in
manufacturing area will help to produce effective and good quality of goods which can further
help companies to gain high customer satisfaction by offering high quality of goods. There are
various kinds of advantages as well as disadvantages of using digital technology. The following
report covers chosen organisational overview, innovation and digital technology of the client
organisation, impact of innovation and digital technology on organisational development, pros
and corns of digital technology and the impact of innovation and digital technologies on data and
knowledge management in decision making.
MAIN BODY
Organisational overview
Morrison is one of the most popular company in retailing industry of UK. It is founded in the
year 1899 by William Morrison and it is headquartered in Bradford, UK. They are focusing to
gain competitive advantage within the industry by offering quality products on reasonable prices
to their targeted customers. They sell eatable products like fruits, vegetables, non-veg products
and many others and they also sell groceries and books. They are having 497 supermarkets and
hypermarkets across the world and they also sell their products through online channel.
According to a report it is mentioned that around 9 million customers arrive at the stores of
Morrison every week and their 118,000 employees work harder to provide them effective
services to gain high customer satisfaction (Company History, 2021). They use their own trucks
and vans to deliver their online offered products to protect the products from damages. They are
also mainly focused on their packaging activities where they make sure that they will use
sustainable packaging materials and methods and label the packets appropriately to help the
customers to know about the product and its quality. The annual turnover of Morrison in UK is
£17,598 million (Morrisons annual turnover in the United Kingdom from financial year 2009/10
to 2020/21, 2022).

Innovation and digital technology of the client organisation
Morrison retailing stores is a popular name with huge customer base and the main reason to
manage and retain their customers are their technological development which help them to aware
their customers about their products and services and in various other activities. In context of
Morrison, the following technologies are used by the company-
Online payment mode- Today most of the customers are preferred to pay through online mode.
Hence, Morrison retailing stores have various options for their customers to pay their bills like
credit cards, through mobile phone payment applications and many others (Ebil, Salleh and
Shahrill, 2020). This will help the company to complete payment their payment option quicker
just by few taps on computer screen.
Social media marketing- Using various kinds of promotional channel is effective for the
company to gain more customers. Morrison promote their brand through various channels like
TV advertisements, newspaper, hoardings and many others. They also use digital ways like e-
mail and social media marketing. They have their official accounts on Instagram, Facebook and
many other social media channel on which they share the pictures of their products and services
on regular basis to gain attraction of customers at global level. Therefore, most of the customers
get aware about the Morrison's product through social media channels.
Barcode scanner- It is a device which scan the products barcode and analyse the information
about the product. Each product is assigned with a barcode which is scanned through the scanner
for various purpose in the stores like to analyse the prices and quantity of product. It is also used
for inventory management in Morrison be analysing which box of products are placed at which
place at inventory room of the stores as well as at their warehouses.
GPS/ Location based service- It is the technology which is used by almost every retailing
company to identify the place of their product. With the help of GPS chip, the location of
required product can be identifies easily from large variety of products (Hartnell-Young, 2021).
It is also used in vehicles while delivering the products to customers and both company as well
as customer can track the order which is supposed to be delivered.
Google Analytics- It is a web analytics service which help the companies to track the
performance of their websites and manage website traffic. In context of Morrison, they are
having a well structured and designed website where most of the customers visit on daily basis.
In context of Morrison, their google analytics software will help them to identify how many